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How Prime Video Is Reimagining NBA Coverage for the Streaming Generation
The new NBA on Prime studio isn’t just a set; it’s a showcase of tech-powered storytelling designed to bring fans closer than ever to the game while enjoying it from the comfort of their homes.Prime Video officially unveiled its NBA on Prime studio at Amazon MGM Studios in Culver City. Built to blur the lines between studio and stage, the space is part newsroom, part arena, and part entertainment hub.The premiere brought together a stacked lineup of basketball legends and on-air talent who will anchor NBA on Prime’s coverage this season. Blake Griffin, Dirk Nowitzki, Steve Nash, Udonis Haslem, Candace Parker, Dwyane Wade, and John Wall joined host Taylor Rooks and play-by-play lead Ian Eagle on the floor, alongside sideline reporters Cassidy Hubbarth and Allie Clifton. Behind the scenes, Prime Video executives, including Jared Stacy, Jay Marine, and Mike Hopkins, were on hand to showcase how the platform’s most significant sports investment yet is coming to life.Guests were treated to a live demonstration of the studio’s technology and a preview of what fans can expect when NBA on Prime tips off this season. The night opened with a conversation between Eagle and Stacy, followed by a Rooks-moderated panel featuring Nowitzki, Nash, Haslem, and Griffin. The highlight came when Haslem invited Wall, Gay, Parker, and Wade to test out the new LED half-court, showing off how analysts will be able to break down plays in real time on what’s now the largest high-resolution studio floor in America.Where Broadcast Meets InnovationThe new NBA on Prime studio feels built for movement, both on screen and behind the scenes. At its core is an all-LED regulation half court, the first of its kind and the visual heartbeat of the show. It’s not just a stage; it’s a storytelling tool where hosts can walk through plays, visualize tactics, and turn analysis into performance. Above it, a mezzanine-level anchor desk keeps the action in view. At the same time, 2,300 LED panels transform the surrounding walls into a shifting digital backdrop that can move from highlight reels to locker-room energy in seconds.Former NBA All-Star Wall said the LED court will give fans a perspective they’ve never had before.“It’s so fire,” he told Boardroom at the premiere event. “It’s going to put the fans’ minds in a different perspective so they can understand what we explain when breaking down the game.”Wall, who officially joined Prime Video’s broadcast lineup after announcing his retirement, said the technology makes the transition from player to analyst “feel natural” because he can literally show audiences what he used to see on the court.Just steps away is the studio lounge, home to NBA Nightcap, the post-game show that blends conversation with living room comfort. It’s designed for real-time reactions and unscripted exchanges. That same hybrid energy carries through the on-air team, many of whom haven’t worked together on a broadcast team before. Together, they give NBA on Prime the range to shift effortlessly between serious strategy, humor, and cultural commentary.For Wade, joining the new broadcast feels like a return to team life.“I don’t feel like a rookie,” Wade said. “I feel like a veteran [who] got traded to a new team. You know the game, but the jokes in the locker room are a little different.” Stay Ahead of the Game, Get Our NewslettersSubscribe for the biggest stories in the business of sports and entertainment, daily.For Parker, this new era of broadcasting is about more than the flashiness of a new studio; it’s about elevating the way fans engage with the game.“What I hope is every time you turn on the television and you’re watching a game that I’m commentating or broadcasting, that you learn something from it,” Parker told Boardroom. “And you learn it in an entertaining way.”Her approach aligns with Prime Video’s larger goal: to make every frame interactive, informative, and accessible. Parker said she was drawn to the opportunity to help build something “from the ground up,” blending her on-court experience with Amazon’s data-driven tools and creative resources.“Every championship team starts with the people,” she said.Ultimately, the studio isn’t just about what fans see; it’s about how they experience it. Prime Video has built a set that moves as fast as the modern sports conversation, where technology, storytelling, and fandom all share the same court.Read More:101108post6ORdate 
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Michelai GrahamMichelai Graham is a tech reporter and digital creator who leads tech coverage at Boardroom, where she reports on Big Tech, AI, internet culture, the creator economy, and innovations shaping sports, entertainment, business, and culture. She writes and curates Tech Talk, Boardroom’s weekly newsletter on industry trends. A dynamic storyteller and on-camera talent, Michelai has covered major events like the Super Bowl, Formula 1’s Las Vegas Grand Prix, and NBA All-Star. Her work has appeared in AfroTech, HubSpot, Lifewire, The Plug, Technical.ly DC, and CyberScoop. Outside of work, she produces the true crime podcast The Point of No Return.